VP of Digital and Ecommerce

KREWE•New York, NY

2d•$180,000 - $225,000•Onsite

About The Position

KREWE is seeking a VP, Digital & Ecom to own its digital flagship, krewe.com, and the business behind it. This role is responsible for the ecommerce P&L, site experience, performance marketing, and customer retention. The VP will set the digital growth strategy, build and lead the team responsible for its execution, and be accountable for revenue, profitability, and the health of the channel as KREWE scales. This is a function-owner position reporting to the CEO and serving on the company's leadership team. The team spans site operations, digital merchandising, performance marketing, and retention/CRM, with the potential for team expansion. The role requires commercial rigor within a founder-led creative model, balancing brand and creative with business objectives. Success in the first year includes implementing a digital strategy targeting 2x channel growth over three years, establishing mature performance marketing engines (paid social, paid search, email, SMS) with reliable attribution, and advancing site architecture and data capture for optimized conversion and brand alignment. The position is based in New York City with regular travel to New Orleans, including an initial 90-day immersion period.

Requirements

10+ years of direct-to-consumer digital and ecommerce experience.
5+ years of experience leading teams and owning a P&L.
Experience in luxury, fashion, or premium consumer brands.
Experience as a functional owner, setting strategy, owning budgets, and being accountable for outcomes.
Proven experience building or scaling in-house performance marketing and retention functions.
Fluency in attribution, incrementality, and the current paid media landscape.
Deep knowledge of Shopify Plus, GA4, and the modern DTC tool stack.
Strong command of SEO, CRO, and lifecycle marketing.
Analytical and decisive with the ability to interpret data quickly, act on it, and explain findings to leadership.
Ability to pair commercial discipline with a distinctive brand voice in a founder-led creative environment.

Nice To Haves

Experience with international ecommerce.
Experience with omnichannel retail.

Responsibilities

Own revenue, contribution, and growth targets for the ecommerce channel, including planning and managing the budget for media, tools, and headcount.
Build and execute a digital growth strategy aligned with brand and corporate objectives, integrating site, paid media, email/SMS, affiliate, and influencer channels, driven by metrics.
Manage krewe.com as the brand's flagship store, overseeing site operations, digital merchandising, and the conversion roadmap, ensuring an experience consistent with physical boutiques.
Advance site architecture, data capture, and path-to-purchase optimization to drive both paid and organic sales.
Direct customer acquisition across Meta, Google, TikTok, and emerging paid channels, maturing them into organized, measurable growth engines with sound attribution.
Own in-house email, SMS, and lifecycle marketing, building segmentation and a nuanced conversion strategy across customer cohorts.
Consistently review channel performance, reporting insights, trends, and opportunities to the leadership team, and own the digital KPI stack and forecast accuracy.
Build, develop, and lead the digital team, setting goals that align with company priorities.
Collaborate with Brand Marketing on launches, campaigns, and creative deployment, adhering to creative-review SOPs.
Partner with Retail and Wholesale channels to deliver store traffic and awareness in new markets.